omni channel marketing

What is Omni Channel Marketing?

05 December 2018

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Just because a business markets itself across various platforms –– social media, online advertising, TV commercials (etc.) –– it doesn’t mean that business is successfully implementing an omni channel marketing strategy. Indeed, many professionals confuse multi channel and omni channel marketing. And to be fair, the distinctions between the two can seem rather subtle –– though they are important. So what is omni channel marketing exactly? In plain terms, omni channel marketing is a tactic that incorporates all aspects of a business’s marketing strategy to create an integrated, seamless customer experience.

Multi Channel vs Omni Channel Marketing

Most businesses utilize some form of multi channel marketing, even if they don’t realize it. If your company has ever employed two marketing tactics at the same time, then you’ve engaged in multi channel marketing before. And multi channel marketing has proved effective for many businesses. After all, the idea of increasing exposure for a brand by creating a wide array of content across various channels is a sound one. But it’s not quite as sophisticated as an omni channel model.

Indeed, it’s best to think of omni channel marketing as the natural evolution of multi channel marketing. Rather than simply creating content across multiple channels, omni channel marketing involves linking and integrating those content pieces through micro-moments –– i.e. when a consumer moves from one piece of marketing content to another. Omni channel marketing allows consumers to move freely from platform to platform without having to backtrack or go elsewhere for more information about a product or service.

Omni Channel Marketing & the Customer Journey

Marketers already know that consumers are going to do their homework before they make a purchase online. In fact, most consumers will visit multiple websites before they ultimately arrive at a purchase decision. Omni channel marketing content differs from multi channel marketing in that it accounts for this movement. In this way, omni channel marketing tactics aim to facilitate the natural progression that customers experience every time they buy something. By “staggering” content, marketers can lead consumers to favorable conclusions.

Omni Channel Marketing & Tracking

In order to create a successful omni channel marketing strategy, businesses need to have an in-depth understanding of their customers’ habits. After all, if you can’t predict how customers will react to your marketing material, it’s going to be very difficult to create appropriate content for those situations. Fortunately, thanks to breakthroughs in offline, broadcast, and digital tracking methodology from companies like Advocado, business can identify which ads, posts, and blogs are most effective at generating leads and driving sales.

Final Thoughts

Getting started with an omni channel marketing campaign might seem daunting at first, but the truth is most businesses have more pieces in place to do so than they might realize. When you contact our team at Advocado, we’ll work with you to create strategies that will deliver tangible results and reduce the costs associated with advertising and marketing spend at the same time. Our tech, resources, and experience set us apart from the competition. But don’t just take our word for it. Check out this video for more information:

by Brian Handrigan

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